MarketingShift Online Marketing Blog

Wednesday, March 07, 2007

MTV Takes on MySpace and YouTube

MTV used to own the 13-25 year-old media market, and they are determined to get it back. MTV Networks, which also owns Comedy Central, will build thousands of websites in support of its TV programs and let loose its archives with ad-supported free video.

Reuters has the lowdown on MTV's grand plans to double online revenues this year by putting more content online and allowing visitors to edit and share video clips. Folks that had been spending time building MySpace pages and watching YouTube videos will start tracking their favorite bands and shows through MTV.

While MTV is being the most aggressive today, all of the networks are realizing that this is the future and that online revenue could someday rival the money they get from TV advertising. Advertisers can expect a massive influx of inventory as consumers will create millions of music video and content mash-ups featuring their favorite shows.

The NBA announced a similar effort recently, and I've been waiting for this to happen for months. Advertisers need to become comfortable with mashups of the best bits from Colbert or Reno 911 as being valuable content to advertise against.

I wouldn't be surprised that if by the end of the year that MTV Networks is worth more than YouTube, and getting nearly as much traffic.

(2) Thoughts on MTV Takes on MySpace and YouTube

It looks more and more like Google may have made a huge mistake in the purchase price for YouTube. The established content companies are not going to roll over and just let themselves get commoditized & disintermediated. I would not be surprised if they all do DMCA takedowns of their content from YouYube and take advantage of their own sites and brands to create communities that are stickier and hipper than YouTube. Embedding videos is now trivially easy and there's no reason for the content companies not to issue those embed codes from their own libraries of content.

Comments by Mark Metz : Friday, March 09, 2007 at 03:22 PM

MTV might actually have an edge if over everyone else that is trying to create a Youtube of their own, because MTV has the right type of audience, one mistake Youtube is making right now is their focus being so much on the politics, we all know politics is not really for the youth generation, and we all know the youth is mostly watching MTV ( not that i can relate but i am a rare case anyway ) . Other video sharing sites such as Motiono.com appeal to video producers by promoting the ease and speed of uploading videos, motiono also recognizes that promotion of politics to the video sharing community on the web is not really the smart way to go about it, but the mistake Youtube is making wont hurt Youtube, after all, Youtube already has the attention of the Youth, their current goal is to become a household brand , this can only be done by getting the attention of the not so young people ( moms and dads and emm.. maybe grandmas too? ) well for once, even if this logic fails to make sense, Youtube has the backing of Google and their mistakes are unlikely to hurt them, however it does give oppurutinity for sites like MTV and Motiono.Com to continue seeing the success they have been seeing.

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